engage 2013 - mobile measurement tactics

Download Engage 2013 - Mobile Measurement Tactics

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  • 1. Mobile MeasurementPaul LawbaughProgram Manager, Webtrends

2. Agenda Mobile SDKs: Intro and Howto Anatomy of modern apps Hybrid Content Cross-channel Visits Reports and Dashboards Top 5 take-aways 3. Mobile Measurement with Analytics 10INTRODUCTION 4. Insight Across Your Digital Channels""Reporting and analytics data for all of your channels (standard/mobile web,mobile apps, social, etc) should be available within a single tool 5. Data Beyond The Tag""Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes,YouTube, etc.) should be integrated with your 1st Party data" 6. Mobile Strategy: Common Areas of Focus! Monitoring of adoption and top line performance!! Assessing top drivers of trafc and rening the site/app to increase trafc from those channels!! Prioritizing design/implementation decisions based on device data!! Optimizing the user experience to decrease abandonment!! Personalizing the mobile site/app to increase engagement and lift!!" 7. Mobile Strategy: Questions & Data Points! Are people nding and using your Mobile properties?" Downloads! Total Users/Visitors! Active User/Visitor Rate! New VS Returning Users/Visitors! How engaged and loyal are your Mobile users?" Visit/Session Frequency! Visit/Session Depth! Visit/Session Duration! Bounce Rate! Are your Mobile users engaging in high value activities?" User/Visitor Characteristics! User/Visitor Segments! Key User Activities! How do you retain users and encourage usage?" Stickiness! Feature Usage! Trafc Drivers! User/Visitor Feedback! 8. Mobile Measurement with Analytics 10MOBILE SDKS 9. developer.webtrends.com > Data IN > Mobile App SDKs 10. Platforms iOS (iPad and iPhone) Android (1.6 and up) Blackberry (Java) Windows Phone 8 (and 7) 11. Convenience Methods 12. Configuration Settings 13. iPhone Step 1: Import Library 14. iPhone Step 2: DCS ID 15. iPhone Step 3: Import Frameworks 16. iPhone Step 4: App Delegate Insert Super in AppDelegate.m -- see SDK - iPhone Code Snippets.rtf 17. iPhone Step 5: Convenience MethodsInsert Convenience Methods for more advanced events as desiredSee Pauls SDK iPhone Code Snippets.rtf for examples 18. Mobile Measurement with Analytics 10CROSS-CHANNEL &HYBRID APP MEASUREMENT 19. What is a Hybrid Mobile App?HybridNative + Mobile WebHybrid apps run inside anative container, andleverage the devicesbrowser engine to renderthe HTML and process theJavaScript locally. 2012 Webtrends, All Rights Reserved. | 19 20. Hybrid Mobile App Benefits Faster time to market and reduced cost. Less native coding required HTML5 developers are typically easier to find and lessexpensive than native developers. A reduction in native coding usually results in more reusablecode across platforms as the HTML5/JS/CSS code base canbe utilized across platforms. Maintenance costs are usually lower. App update approval submissions can often bedramatically minimized. The web-to-native abstraction layer enables accessto device capabilities that are not accessible withinmobile web applications, such as theaccelerometer, camera and local storage. 2012 Webtrends, All Rights Reserved.| 20 21. Measurement Challenges Both sets of data cannot always be collected and/or combined. Native: Measurement is usually handled via SDKs Mobile Web: Measurement is typically handled via JavaScript Tagging When you can collect both data types, the IDs are usually not synced up. The end result is either missing data or the inability to tie the data together when you are able to collect both. When you cannot tie that data together, you are not getting a true picture of what is happening within your hybrid apps or with the traffic that is flowing between your mobile experiences. 22. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App! 23. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!Red Text = Hybrid ContentBlue Text = Cross-ChannelScenario 24. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!Search SuggestionWebView ContentText, Content,MessagingImages, Maps, Video 25. Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!Search SuggestionWebView ContentText, Content,MessagingImages, Maps, VideoMatching User and SessionID across App and webrequests 26. Hybrid/Cross-Channel Analytics!Scenario Bringing it all together!User starts on Web:Groupon, m., emailor other site. 27. Hybrid/Cross-Channel Analytics!Scenario Bringing it all together!Link click(1st or 3rdparty)launchesmobile app 28. Hybrid/Cross-Channel Analytics!Scenario Bringing it all together! Content Relevant in Mobile AnalyticsLink click(1st or 3rdCross-channel Conversionparty) Details: hotel chain, imagelaunches selection or hotel featuresmobile app 29. Hybrid/Cross-Channel Analytics!Scenario Bringing it all together!ConversionEventWhichelementsinfluenceconversion?VDM profilesuser segmentfor optimize &targeting 30. Hybrid/Cross-Channel Analytics!Scenario Bringing it all together! WebView or online checkoutUser sessionmust matchfromacquisition -conversion 31. Cross-channel JavaScript 32. App ReferralsWT.fr on conversion eventsWebtrendsDataCollector.firstReferrer()iOS Launch referraldidLaunchWithOptionsRegister CURL (custom URL)info.plist > add url > reverse domain conventionmyapp:// 33. True Visitor Level Data & Segmentation""The collection of visitor attributes/events and the ability to score, segment,and ultimately act upon data at the individual level is one of the keys to truesuccess across your channels" 34. Privacy Concerns & Solutions Default to most private: randomly generated ID Device ID optional Apples deprecation of UDID and MAC addresses due to inability of users to control how they are being profiled Recommended Approaches: Be transparent in your policy. Make sure your privacy policy is accurate and up to date. Use a app specific ID if you do not need cross app identification. If you do need to use a cross app/platform identifier, do not use a device specific ID that cannot be cleared by the end user. Always provide an easy opt-out option. 35. Digital Measurement with Analytics 10DASHBOARDS AND REPORTS 36. Custom Reports 37. Custom Reports 38. Webtrends & 3rd Party Data for Mobile SpacesWhats Included?! Key Metrics ! Downloads! Revenue! Updates! Installs! Ratings! Break-Out Reports! iOS Ratings! iOS Sales + Trends! GP Installs: App Versions! GP Installs: Carriers! GP Installs: Countries! GP Installs: Devices! GP Installs: Locales! GP Installs: OS! GP Sales: Cities! GP Sales: Countries! 39. Mobile Measurement with Analytics 10CUSTOM DATA WITHDATA COLLECTION API 40. Sample App Data Inhttp://developer.webtrends.com/docs/DOC-1205 41. DC API HowTo An example walkthrough using Fiddler follows the step details DC Requests follow our Open Exchange REST precedent: http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain 42. DC API HowTo Address: dc.webtrends.com Version: v1 (when we release new versions, previous will remain active) DCS ID: [A valid WebTrends DCS ID] - If you are testing/debugging, create a test DCS data source DCSFormat: plain, XMLFormat specifies the return request formatYou still need a request header to ID the POST data [optional] DCSVerbose=true 43. DC API HowTo Step 1: Form a Base DC Request with your DCSID: http://dc.webtrends.com/v1/ dcst2axhq00000oqoz417slqm_2m2n/events.svc? dcsformat=plain&dcsverbose=true 44. DC API HowTo Step 2: Header ContentYou will also need to specify in the request header the format of the POST data you are sending. Currently we are only supporting text formatted data (no XML in the POST body just yet): Content-Type: application/x-www-form-urlencoded 45. DC API HowTo Step 3: Form the content of the POST Core Required Params in POST body: dcsuri= (URI stem) dcsua= (useragent string) WT.ti=[pagetitle] WT.co_f= one of the several visitor ID parameters WebTrends supports (see docs for full details) WT.tz=-8 (time zone) this is optional but a good practice WT.co=yes this is a fixed value needed to validate the hitPut all of these parameters into a single & joined string like:dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android...Remember to URL encode special characters you want to include in thevalues like spaces = %20. 46. DC API HowTo Step 4: Testing in Fiddler Fiddler is a free open source tool for sending and monitoring http and other protocol requests. Our use case is to allow you to send a POST and easily view the return response from the WebTrends server Get Fiddler2 @ http://www.fiddler2.com/fiddler2/version.asp Open Fiddler Click on the "Request Builder" tab Insert the data from Steps 1-3 as created above Click execute 47. DC API HowTo Step 5: Debug the Results Double click on the results shown in the Web Sesssions window after you execute the request. The details it will show include the full POST you made, the header sent and a parsed return from the server. One of the details WebTrends returns is a version and build number in case you are running into trouble with a beta server 48. Additional Parametershttps://developer.webtrends.com/community/dc/blog/2011/02/03/preview-how-do-i-create-my-own-sdk-for-platform 49. Top 5 Take-Aways!Mobile App SDKs App Analytics are critical part of ROI strategy Use Webtrends Convenience methods: content views, search, ads, products, etc.) Create Cross-channel ROI strategy (site, to app, to site) Evaluate your hybrid content needs (embedded webviews, images, etc. in native apps) Add some custom reports! 50. Thank Youpaul.lawbaugh@webtrends.com blogs.webtrends.com @portland_friend 51. Rate Session &Speakers/Panelists